The marketing arena motivates Mike Sands to innovate on big ideas that solve big challenges across the digital economy. Being a seasoned marketer and having experienced the problem of connecting data across channels, Sands’ entrepreneurial energy started flowing when Marc Kiven, the founder of Signal presented him with an idea to create a new approach to collect, organize and distribute data.“The idea later snowballed into Signal, with a vision to build a new data infrastructure for the future of marketing technology,” says Sands, President and CEO, Signal.

Online marketing and e-commerce are increasingly data driven, and methodologies dating back to the 1990s have to be revamped to forge a new data infrastructure for the industry—bringing together marketers, publishers, technology vendors, and media agencies across all customer touch points and devices in real time.

In today’s hyper-connected environment, Signal’s Fuse product connects data from websites and the complex touch points beyond–including mobile, social, email, ads, point-of-sale, CRM, call centers, kiosks, and point of sale systems. Building on a cloud-based platform, the solution’s footprint extends to every channel and unites cross-channel customer activities in real-time.

Signal makes data instantly actionable through direct integrations with marketing, media, and analytics partners that allow customer touch points and vendor end points to all be wired up together on the same grid.

“We have replaced or complimented legacy technology approaches with a brand new approach using API-based methodology in the cloud, where vendors and their clients can connect to each other directly,” says Sands.

Signal’s tag management solution enables marketing and analytics teams to de-couple the management of tags and data collection from IT cycles. This improves campaign effectiveness through better data quality, targeting and segmentation. Clients also benefit from faster website performance, improved vendor management, the ability to enforce security and privacy policies, and cost savings from efficient management processes.